Consumer social network brand identification and personal branding. How do social network users choose among brand sites?

Brands’ social networking sites (fan pages) are increasingly attracting the attention of scientists and managers intrigued by their potential application for brand value creation. The aim of this research is to understand better how users choose among social networking sites as an act of brand ident...

Descripción completa

Guardado en:

Detalles Bibliográficos
Autor principal:	Wioleta Kucharska
Formato:	article
Lenguaje:	EN
Publicado:	Taylor & Francis Group 2017
Materias:	cbi csnbi social network personal branding brand loyalty social media facebook fan pages social network site brand identification Business HF5001-6182 Management. Industrial management HD28-70
Acceso en línea:	https://doaj.org/article/2e7370929616413f8973af57eb7a4a8b
Etiquetas:	Agregar Etiqueta Sin Etiquetas, Sea el primero en etiquetar este registro!

id	oai:doaj.org-article:2e7370929616413f8973af57eb7a4a8b
record_format	dspace
spelling	oai:doaj.org-article:2e7370929616413f8973af57eb7a4a8b2021-12-02T14:35:46ZConsumer social network brand identification and personal branding. How do social network users choose among brand sites?2331-197510.1080/23311975.2017.1315879https://doaj.org/article/2e7370929616413f8973af57eb7a4a8b2017-01-01T00:00:00Zhttp://dx.doi.org/10.1080/23311975.2017.1315879https://doaj.org/toc/2331-1975Brands’ social networking sites (fan pages) are increasingly attracting the attention of scientists and managers intrigued by their potential application for brand value creation. The aim of this research is to understand better how users choose among social networking sites as an act of brand identification. The study presents a new model whose structure of identification drivers for social networking brand sites varies for customer brand identification in the real and virtual worlds. The presented model reveals that personal branding is a planned effect of brand identification and it is crucial for brand value creation in social networks.Wioleta KucharskaTaylor & Francis Grouparticlecbicsnbisocial networkpersonal brandingbrand loyaltysocial mediafacebookfan pagessocial network sitebrand identificationBusinessHF5001-6182Management. Industrial managementHD28-70ENCogent Business & Management, Vol 4, Iss 1 (2017)
institution	DOAJ
collection	DOAJ
language	EN
topic	cbi csnbi social network personal branding brand loyalty social media facebook fan pages social network site brand identification Business HF5001-6182 Management. Industrial management HD28-70
spellingShingle	cbi csnbi social network personal branding brand loyalty social media facebook fan pages social network site brand identification Business HF5001-6182 Management. Industrial management HD28-70 Wioleta Kucharska Consumer social network brand identification and personal branding. How do social network users choose among brand sites?
description	Brands’ social networking sites (fan pages) are increasingly attracting the attention of scientists and managers intrigued by their potential application for brand value creation. The aim of this research is to understand better how users choose among social networking sites as an act of brand identification. The study presents a new model whose structure of identification drivers for social networking brand sites varies for customer brand identification in the real and virtual worlds. The presented model reveals that personal branding is a planned effect of brand identification and it is crucial for brand value creation in social networks.
format	article
author	Wioleta Kucharska
author_facet	Wioleta Kucharska
author_sort	Wioleta Kucharska
title	Consumer social network brand identification and personal branding. How do social network users choose among brand sites?
title_short	Consumer social network brand identification and personal branding. How do social network users choose among brand sites?
title_full	Consumer social network brand identification and personal branding. How do social network users choose among brand sites?
title_fullStr	Consumer social network brand identification and personal branding. How do social network users choose among brand sites?
title_full_unstemmed	Consumer social network brand identification and personal branding. How do social network users choose among brand sites?
title_sort	consumer social network brand identification and personal branding. how do social network users choose among brand sites?
publisher	Taylor & Francis Group
publishDate	2017
url	https://doaj.org/article/2e7370929616413f8973af57eb7a4a8b
work_keys_str_mv	AT wioletakucharska consumersocialnetworkbrandidentificationandpersonalbrandinghowdosocialnetworkuserschooseamongbrandsites
_version_	1718391062054043648

Consumer social network brand identification and personal branding. How do social network users choose among brand sites?

Ejemplares similares